Thinking about the two big releases this Diwali -- SINGHAM AGAIN and BHOOL BHULAIYAA 3 -- brings mixed feelings. Let's start with the positive.
The *joint deal* for SINGHAM AGAIN and BHOOL BHULAIYAA 3 has not only made the cash registers ring but also rekindled confidence in the industry. At a time when the Hindi film industry is grappling with numerous challenges, including a string of box office failures and declining cinema attendance, the *combined deal* worth over €500 million comes as a much-needed boost. SINGHAM AGAIN and BHOOL BHULAIYAA 3, two films of different genres but united by their franchise appeal, have unleashed a wave of joy, confidence and optimism, significantly boosting morale in the industry.
Most importantly, the “business as usual” of Diwali releases reaffirms audiences’ faith in the cinematic experience.
In recent years, the Hindi film industry has struggled to bounce back from the pandemic setbacks, with many films failing to lure audiences back to theatres.
SINGHAM AGAIN and BHOOL BHULAIYAA 3 have not only attracted large audiences but also demonstrated the power of cinematic entertainment.
Their success sends a clear message that audiences will happily return to cinemas if films offer compelling content backed by franchise power, star power and strong marketing. Packed cinemas this Diwali prove that the magic of the silver screen never fades.
The most important question here is, was the clash worth it? Negativity aside, what really matters is the box office. In this case, both the films have taken a big hit. Had they been released separately, their total gross could have gone up by 30-35%. Hopefully the industry will take notice and avoid any high-profile clashes in the future.
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